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بررسی شکاف نگرش–رفتار در مصرف پایدار بر اساس نتایج مدلیابی معادلات ساختاری (PLS-SEM) در میان مصرفکنندگان ایران | ||
| مطالعات رفتار مصرفکننده | ||
| مقاله 4، دوره 13، شماره 2، شهریور 1405، صفحه 60-78 اصل مقاله (603.73 K) | ||
| نوع مقاله: برگرفته از پایان نامه و رساله | ||
| شناسه دیجیتال (DOI): 10.22034/cbsj.2026.145236.2923 | ||
| نویسندگان | ||
| مریم بهزادی1؛ کریم حمدی* 2؛ حسین وظیفه دوست3 | ||
| 11. دانشجوی دکتری ، گروه مدیریت بازرگانی دانشکده مدیریت و اقتصاد، دانشگاه آزاد اسلامی واحد علوم و تحقیقات، تهران، ایران | ||
| 22. استاد، گروه مدیریت بازرگانی دانشکده مدیریت و اقتصاد، دانشگاه آزاد اسلامی واحد علوم و تحقیقات، تهران، ایران | ||
| 33. استاد، گروه مدیریت بازرگانی دانشکده مدیریت و اقتصاد، دانشگاه آزاد اسلامی واحد علوم و تحقیقات، تهران، ایران | ||
| چکیده | ||
| هدف این پژوهش بررسی شکاف نگرش–رفتار در مصرف پایدار در میان مصرفکنندگان ایران و تبیین این مسئله است که چرا نگرشهای مثبت نسبت به پایداری همواره به رفتارهای پایدار منجر نمیشود. دادهها از ۳۹۲ مصرفکننده گردآوری و با استفاده از مدلیابی معادلات ساختاری مبتنی بر حداقل مربعات جزئی (PLS-SEM) تحلیل شد. یافتهها نشان داد آگاهی زیستمحیطی و ارزشهای اجتماعیِ مسئولیتپذیر اثر مثبت و معناداری بر رفتار مصرف پایدار دارند. در مقابل، نگرانی برای آینده با وجود معناداری، اثر منفی بر رفتار مصرف پایدار نشان داد که میتواند بیانگر تبدیل دغدغه به انفعال در نبود شرایط تسهیلگر باشد. همچنین مشخص شد رفتار مصرف پایدار عمدتاً به بهینهسازی مصرف منابع و تا حدی به انتخاب محصولات سبز منجر میشود. در سطح تحقق انتخاب محصولات سبز، وضعیت اقتصادی خانوار و دسترسی به گزینههای پایدار نقش معناداری داشتهاند، در حالیکه اثر قیمت محصولات سبز معنادار گزارش نشد. نتایج بیانگر آن است که کاهش شکاف نگرش–رفتار در ایران مستلزم ترکیب مداخلات آگاهیبخش و هنجاری با سیاستهای تسهیلگرِ دسترسی و توان خرید است. | ||
| کلیدواژهها | ||
| مصرف پایدار؛ شکاف نگرش–رفتار؛ مدلیابی معادلات ساختاری؛ محصولات سبز؛ ایران | ||
| مراجع | ||
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